The world's second largest computer supplier is to boost sales training and expand its China retail network. Acer has announced it will be growing by 30 per cent in China, as it goes after Lenovo Group Ltd and Hewlett Packard Co. in the fastest growing major PC market.
Acer will advertise more, following customer interviews which said there was a lack of recognition contributing to its fifth place position in the company's top priority market. The company plan to raise its profile in computer malls, where 80 per cent of mainland PC sales are made.
The computer company took over Dell Inc. last quarter, but needs to copy its success in China. This is why they plan to hire more people and provide sales and marketing training, to increase its brand success. It plans to do this well now that Oliver Ahrens has taken over, and is revamping Acer's marketing, product line and training.
Mr Ahrens participated in focus groups, talked to actual customers and listened through an ear piece as staff polled shoppers in malls, getting to know their habits and what makes them happy. This personal approach he hopes, will make a difference to Acer's brand and boost sales.
Mr Ahrens commented: “This has been done very well by Lenovo, by HP, by Dell. There’s something Acer was lagging behind, and now we are spending efforts to improve this."
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